OPF:CVABPMCR Marketing in Tourism - Course Information

CVABPMCR Marketing in Tourism

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Patrik Kajzar, Ph.D. (lecturer)
Ing. Miroslava Kostková, Ph.D. (lecturer)
Ing. Patrik Kajzar, Ph.D. (seminar tutor)
Ing. Miroslava Kostková, Ph.D. (seminar tutor)

Guaranteed by

Ing. Miroslava Kostková, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: doc. Ing. Pavlína Pellešová, Ph.D.

Prerequisites

None.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Economy of Tourism (programme OPF, B_EKOMAN)

Course objectives

Students in this course introduces the applications and specifications of marketing in tourism. Acquainted with the tourism marketing mix, developing concepts and tools of marketing tourism. Emphasis is placed on market research, to offer creation, marketing strategy, marketing communications in tourism, the psychology of sales in tourism. Application of marketing in terms of tourism student gets an overview of the possibilities of its use in the management of tourism organizations.

Syllabus

• 1. Business in tourism.
  2. Definition of marketing in tourism.
  3. Marketing strategy, positioning and objectives.
  4. Marketing mix of tourism.
  5. Pricing in tourism.
  6. Distribution mix in tourism.
  7. People and organizations cooperation in tourism.
  8. Communication mix in tourism
  9. Marketing Research.
  10. Marketing management of tourism.
  11. Event marketing.
  12. Marketing tourism destination.
  13. Marketing spa and wellness.
  

Literature

required literature
• : JAKUBÍKOVÁ, D. Marketing v cestovním ruchu : jak uspět v domácí i světové konkurenci. Praha: Grada, 2012. ISBN 978-80-247-4209-0. info
• : KOTLER, P., ARMSTRONG, G. Marketing. Praha: Grada, 2011. ISBN 978-80-247-0513-2. info
• GÚČIK, M. Marketing cestovného ruchu. Banská Bystrica : Dali-BB, s.r.o,, 2011. ISBN 978-80-89090-85-3. info
• JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3. info
• KOLEKTIV. Služby a cestovný ruch. Bratislava: Sprint, 2001. ISBN 80-88848-78-4. info

recommended literature
• KOTLER, P., J. T. BOWEN a J. C. MAKENS. Marketing for Hospitality and Tourism. Upper Saddle River: Prentice Hall, 2013. ISBN 978-0132784023. info
• HORNER, S., SWARBROOKE, J. Cestovní ruchu, ubytování a stravování, využití volného času. Praha: Grada Publishing, 2003. ISBN 80-247-0202-9. info
• KIRÁĽOVÁ, A. Marketing destinace cestovního ruchu. Praha: Ekopress, 2003. ISBN 80-86119-56-4. info
• KIRÁĽOVÁ, A. Marketing hotelových služeb. Praha: Ekopress, 2002. ISBN 80-86119-44-0. info

Teaching methods

Lecture with a video analysis
One-to-One tutorial
Laboratory work
Internship
Skills demonstration
Seminar classes
Students' self-study

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

Seminar paper on a selected topic from the practical application of marketing in tourism, 60 % attendance in seminars, participation in scientific - research work of the department.

Activity	Difficulty [h]
Ostatní studijní zátěž	65
Přednáška	26
Seminář	13
Zkouška	40
Summary	144

• Enrolment Statistics (Summer 2018, recent)
  
• Permalink: https://is.slu.cz/course/opf/summer2018/CVABPMCR